향토음식의 헤도닉가격과 속성가치 분석 :

(Local Food Attributes and Hedonic Prices : An Application to Jeonju Bibimbop)

Recent trends in food consumption is becoming simplified and diversified on the one hand and more is focused on health and wellbeing-oriented local food on the other hand. This study is to investigate attributes and characteristics that affecs prices of local food with an application the Jeonju Bibmbap by applying a hedonic price approach. This study is further to estimate implicit prices of traditional values that may be embedded in local food. Trained interviewers visited 50 Bibimbap restaurants located in Jeonju city, collected objective information of characteristics of restaurants and Bibimbap itself, and evaluated those characteristics as a consumer after tasting Bibimbap. Estimates of semi-log hedonic price function indicate that prices were significantly high when Bibimbap was topped with raw beef, used a brace container, and served in Han-ok village with a certification local food restaurants. Futhermore, numbers of toppings on rices and numbers of side dishes were also significant price determinants. However, subjective factors reflecting consumers’ satisfaction were not important variables in the hedonic price model. The findings may help Bibimbap restaurant managers formulate better pricing strategy in both directions of producer cost savings and consumer satisfaction enhancement.